From 16 to 21 April 2024, Fiera Milano Rho. Please note these dates because the sixty-second edition of International Furniture Fair with Eurocucina, the bathroom and furnishing accessories exhibition, it will be a particularly "unique" edition, after last year's completely renewed exhibition platform. We asked María Rosal (Fernán‐Núñez, Córdoba, 1961) is a complete writer. She has published children's theatre, has received the Andalusian Critics' Award (2004), the Children's Poetry Award (2007) and the José Hierro National Poetry Award for Carmín rojo sangre (2015). Her poetic work has been translated into English, Italian and Greek.<br/> <br/> This is her second book for children in edebé, after the funniest title, El secreto de las patatas fritas.<br/> <br/> Maria has a very funny sense of humour. Visit, president of the Salone del Mobile to provide FIRSTonline with some information on the event, awaiting the official presentation of the entire rich program. For months, in fact, operators who have been working around the world of design, furnishings and equipment for residential, work and leisure spaces, around outdoor and indoor furnishings, kitchens and bathrooms and furnishing accessories they are busy preparing for the event. The entire world of design and construction is "worth", globally, tens and tens of billions of euros. In 2022, the global furniture market was valued at $677,09 billion and is expected to grow at a compound annual growth rate (CAGR) of 5,9% from 2023 to 2030.
This is not an exaggeration: a good portion of this market is strongly influenced by what will be seen in Milan. The strategies of designers, builders, real estate operators and retailers from all over the world will depend on what the Show will decree as living trends for all spaces and not just domestic ones. Also because like a steamroller, the Coronavirus and the Show have caused quite a few trade fairs in the sector on all continents to close or downsize. It should also be noted that the great success of the Show has strongly decreed the success of other Italian fairs linked to the world of design in recent years, from Cersaie and Saie in Bologna, to Host in Milan, from Sicam (the wood and mobile) of Pordenone to Progetto Fuoco of Verona, which have become international references in their sectors.
This year the organizers have strengthened the Salon's editorial platform which has recorded over 1 million users and 450 thousand interactions every six months; It is still early to know which events and which contents the cultural and promotional events will have but there are already rumors that the entire surface area, all on the ground floor, of the Rho Fair is about to be saturated. President Maria Porro had worked intensely together with the Fair team through 2.300 interviews and thematic tables to develop, for the 2023 edition, the "new" Fair: single exhibition level, interdisciplinary cultural contents, ring distribution for Euroluce and more.
A decidedly difficult task but which had a very positive outcome which can be summarized in some data: 307.418 attendees, with a +15% compared to 2022, 65% of buyers and sector operators coming from abroad. China has once again become the first country after Italy, followed by Germany, France, the United States, Spain with Brazil and India tied. Over 5.400 accredited journalists, 47% of whom come from abroad. At the next edition, in place of Euroluce there will be the other biennial of the Show, Euroluce, which cannot be reorganized according to the ring distribution, will be developed according to a new display.
How much do the Russia-Ukraine war, the conflict in the Middle East and the slowdown in the international economy and trade weigh on the Salone del Mobile?
“There is certainly a slowdown, especially with regards to our exports to the USA and China, and China in particular was influenced by the real estate crisis of the two giants of the market which recorded a decline in the demand for furniture. There are also problems for the Arab Emirates and Egypt which were starting again... But in a period like this the Salone reaffirms its role as a global point of reference. We have reconfirmed the formula launched last year, a unique exhibition plan, cultural events and quality. We are really close to the sold out which has now been reached by Eurocucina which is overbooked".
A confirmation of the formula which, as we had underlined, met with much criticism. What happened?
“Which turned out to be an advantage for Italian producers. Unlike the Covid period which had generated widespread uncertainty which had slowed down forecasts and investments, the Show is instead seen as a safe haven for having a vision of the market and preparing company budgets. I would say that rather than talking about slowdowns, there is a certain uncertainty in the world, while Milan represents a safe, accessible starting point, with that atmosphere of euphoria that represents the best base for business. We are leaving for a big three-month promotional tour together with Federlegno and ICE, throughout Europe, the USA and China. It starts on November 7th in Shanghai with an extraordinary installation and then in Miami. Two great events to talk about the Salone and Made in Italy this time not only to the press but also to designers and operators".
Will the very particular formula of the Euroluce biennial which brought together widespread events, stands and spectacular installations also be applied to other sectors? What will Eurocucina and FTK be like?
“You will see great news. Finally, companies in the built-in household appliances sector will be integrated into the Eurocucina pavilions with an osmosis operation that will bring together furniture and appliances as happens in reality. A new message will also arrive from the bathroom furniture pavilions: we will talk about the commitment to sustainability of the supply chain both with respect to what the design of the product (for example tap) can do to help reduce water consumption as well as the importance of innovating the production processes to reduce the environmental impact (e.g. chrome plating process)”.
Finally, an inevitable question: the usual problem of insufficient but above all very expensive hotels, with shameful increases in price lists, so much so that before, during and even after the Show, the hotels in the Canton of Ticino in nearby Switzerland are busy…
“It's true, it's a problem but this means that the hotels in the region and even those in Turin, which has received and is receiving excellent results from the Show because in less than an hour the high-speed train brings customers to the Fair in Milan. The related activities that revolve around the design week are increasingly important”.
